E63009360 /West Midlands evidence profile
West Midlands evidence profile
Burton upon Trent digital planning profile
Burton upon Trent is a large, non-coastal built-up area in West Midlands. ONS records show a 2021 population of 76,031; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows modest employment growth. This profile turns those public observations into a reviewable website-planning brief without claiming that the figures measure searches, leads or Mosalio's physical presence.
01 / Data snapshot
What the reviewed source records
- BUA24 code
- E63009360
- ITL1 region
- West Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
13.8% above the 11.2% median across complete England records in this ONS file.
2.6% above the 0% dataset median.
0.8% above the 224.1% dataset median.
These medians use every complete England record accepted from the same ONS file. They are descriptive context, not targets, forecasts or a national demand model.
03 / Distinctive pattern
Where this record sits within 936 complete England profiles
Upper quartile · percentile position 88.9 of 100.
Lower quartile · percentile position 11.7 of 100.
Upper quartile · percentile position 85.1 of 100.
These are the three values furthest from the middle percentile position for this record. A higher position means a higher published value, not a better outcome or evidence of search demand.
Evidence fingerprint: sha256:c623ca85b26…80216ad8c956
04 / Constrained peers
Three named comparisons from the same reviewed source
Each peer is selected from all 936complete England records using the documented eight-metric distance. Deltas are Burton upon Trent minus the named peer; a plus sign means the value recorded for Burton upon Trent is higher.
Regional peer
Telford · E63009565
West Midlands. Nearest complete record in West Midlands. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -80,295 people
- Population change, 2001 to 2021
- +9.3 pp
- Economic inactivity
- -1.9 pp
- Employment change, 2015 to 2024
- -8.1 pp
- 2023 median house price
- -£22,250
- House-price growth, 2001 to 2023
- -16.8 pp
- Population aged under 25
- +0.2 pp
- Population aged 65 or over
- -1.3 pp
Classification peer
Gloucester · E63011389
South West. Nearest complete record outside West Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -42,531 people
- Population change, 2001 to 2021
- +5.4 pp
- Economic inactivity
- -0.2 pp
- Employment change, 2015 to 2024
- -5.6 pp
- 2023 median house price
- -£62,250
- House-price growth, 2001 to 2023
- +4.6 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -2.1 pp
National peer
Boston · E63009059
East Midlands. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Mixed.
- 2021 population
- +31,004 people
- Population change, 2001 to 2021
- -2.1 pp
- Economic inactivity
- +0.8 pp
- Employment change, 2015 to 2024
- +2.6 pp
- 2023 median house price
- +£7,750
- House-price growth, 2001 to 2023
- -14.6 pp
- Population aged under 25
- +1.6 pp
- Population aged 65 or over
- -2.4 pp
05 / Evidence synthesis
Burton upon Trent evidence synthesis: 2021 population, Population aged 65 or over, Population aged under 25
Burton upon Trent is recorded as a large, non-coastal, working built-up area, nearer to a major town or city. This classification sets a transparent frame for the three observations below; it is not a persona, a service-area promise or proof of local search demand. Each finding pairs one distinctive percentile measure with one independently selected peer and one explicit validation route.
Eight-metric evidence matrix
The matrix shows every measure used by the peer-distance method, not only the three most distinctive values. Direction describes the published value relative to the middle percentile position; it is not a positive or negative judgement.
Highest-to-lowest percentile order: 2021 population → Population aged under 25 → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → Economic inactivity → 2023 median house price → Population aged 65 or over.
Furthest-to-nearest distance from the middle percentile: 2021 population → Population aged 65 or over → Population aged under 25 → Population change, 2001 to 2021 → 2023 median house price → Economic inactivity → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023.
Regional peer
2021 population: 76,031 · Telford delta -80,295 people
Among the eight reviewed measures, 2021 population stands out for Burton upon Trent at 76,031; its percentile position is 88.9 and its band is upper quartile. The same-source regional check uses Telford, classified as Nearer - Higher deprivation - Working. The Burton upon Trent-minus-Telford delta on this metric is -80,295 people. Use the contrast to prioritise research into content hierarchy and service-capacity assumptions. A decision should wait for task-frequency interviews and observed completion data. The responsible interpretation stops short of intent: population size does not establish addressable demand.
Classification peer
Population aged 65 or over: 15.2% · Gloucester delta -2.1 pp
Population aged 65 or over is one of Burton upon Trent's three furthest-from-middle observations: 15.2%, percentile 11.7, lower quartile. The same-source classification check uses Gloucester, classified as Nearer - Higher deprivation - Working. The Burton upon Trent-minus-Gloucester delta on this metric is -2.1 pp. For planning, document the observation beside readability, keyboard access and assisted alternatives and require inclusive usability sessions and accessibility conformance checks before treating the idea as an accepted requirement. It must not be over-read, because an age-group share does not determine digital ability.
National peer
Population aged under 25: 30.9% · Boston delta +1.6 pp
At 30.9%, population aged under 25 places Burton upon Trent in the upper quartile and at percentile 85.1 of the reviewed distribution. Boston, the named national peer from East Midlands, differs by +1.6 pp when the calculation is Burton upon Trent minus peer. Nearest remaining complete England record. This evidence can narrow a discovery question around mobile task speed, privacy explanation and channel continuity, while cross-device usability sessions without age-based assumptions supplies the user-level check the aggregate data cannot provide. Keep the inference narrow: an age-group share does not determine channel preference.
The distinctive metrics are not interchangeable: 2021 population, population aged 65 or over, population aged under 25 each raise a different planning question when read beside Telford, Gloucester, Boston. For Burton upon Trent, the safe next step is therefore three small verification tasks rather than one demographic persona, locality claim or generic area-page conclusion.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 76,031 people in 2021
Burton upon Trent's recorded population changed from 60,832 in 2001 to 76,031 in 2021 (+25%). This historical direction can inform content governance and capacity planning, but it is not a forecast and does not establish demand for a particular service.
Audience context: 15.2% aged 65 or over
The 2021 age-group series records 15,779 people aged 0 to 15, 7,702 aged 16 to 24, 40,983 aged 25 to 64 and 11,550 aged 65 or over. Small differences from the headline population reflect the published source series; percentages here use the age-group total and should guide testing questions, not stereotypes.
Activity context: 36.4% economically inactive
ONS records economic inactivity at 36.4%. The published composition includes 18.8% retired, 4.4% long-term sick or disabled, 4.1% students and 5.8% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £182,750 median house price in 2023
The median house-price series moved from £56,250 in 2001 to £195,000 in 2021 and £182,750 in 2023, a published change of +224.9%. It is contextual evidence only—not a current affordability, revenue or customer-value estimate.
07 / Independent question set
Questions this evidence cannot answer on its own
These questions convert the profile-specific observations into falsifiable discovery work. They are not recommendations to create a service, location or page, and each needs direct user or behavioural evidence before it changes a website brief.
- 01
Where should the team record uncertainty when using Burton upon Trent's 2021 population value and the Telford comparison to discuss content hierarchy and service-capacity assumptions?
The prompt combines one distinctive metric with the named regional comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 02
How should a prototype test readability, keyboard access and assisted alternatives without assuming that Burton upon Trent's percentile 11.7 position predicts an individual user's needs?
This question is traceable to population aged 65 or over at percentile 11.7 and a -2.1 pp profile-minus-peer difference, not to inferred local behaviour.
- 03
Where should the team record uncertainty when using Burton upon Trent's population aged under 25 value and the Boston comparison to discuss mobile task speed, privacy explanation and channel continuity?
Boston is the constrained national reference and is classified as Further - Higher deprivation - Mixed; the question keeps an age-group share does not determine channel preference as an explicit limit.
- 04
For Burton upon Trent's large, non-coastal, working built-up area, nearer to a major town or city classification, how should 2021 population, population aged 65 or over, population aged under 25 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Telford, Gloucester, Boston—and define a user-research or behavioural measure for each question before changing navigation, page scope or conversion paths. The observations share one source but do not demonstrate causation.
08 / Practical brief
Website-planning recommendations for this evidence pattern
- 01
Separate employer and customer journeys
Burton upon Trent is classified as a working town. A useful website brief should separate recruitment, procurement and customer tasks, then give each journey its own proof, contact route and success measure instead of forcing every visitor through one generic enquiry page.
- 02
Differentiate from the nearby major centre
Burton upon Trent is nearer to a major town or city. Use specific offer boundaries, proof and response expectations to explain why the organisation is relevant; do not rely on a place-name heading or create a doorway that simply redirects users to a national service page.
- 03
Support quick comparison without hiding detail
30.9% of the recorded 2021 age-group total is under 25. Lead with concise task summaries and responsive performance, while keeping fees, eligibility, privacy and next steps available in the same journey rather than behind a social-only channel.
- 04
Prepare the content model for change
Burton upon Trent recorded +25% population change from 2001 to 2021 and +2.6% employment change from 2015 to 2024. Use owned templates, update dates, accountable content roles and measurable conversion events so the site can evolve without publishing unreviewed route permutations.
09 / Method and limits
What this profile can—and cannot—support
This is a Mosalio editorial interpretation of the ONS May 2026 dataset for BUA24 code E63009360. The source periods differ by metric; values are historical, not live. The profile deliberately excludes ONS experimental visitor-to-resident fields and makes no claim about search volume, rankings, customers, a Mosalio office or physical delivery in Burton upon Trent.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Burton upon Trent.
Source: Office for National Statistics, Understanding towns in England and Wales, investigating socioeconomic trends, released . This Mosalio interpretation was first published on and last reviewed on .
Contains public sector information licensed under the Open Government Licence v3.0.
How this page was made: Mosalio applies one documented, deterministic transform to the validated ONS record, calculates the displayed comparisons, and renders the result from source-controlled data. It is an automated public-data resource, not individually commissioned local market research. A portfolio-level editorial-value review checks every profile's source identity, distinctive metrics, peer evidence, synthesis and planning questions before index eligibility can be enabled.
Analysis basis: Midrank percentile across all accepted England records; a higher percentile means a higher published value, not a better outcome. Root-mean-square Euclidean distance across eight clipped robust z-scores; population and 2023 house price are log-transformed before median/MAD scaling.